The Official Magazine of The Independent Jeweler • Volume 9, Issue 7 • October 2018

Actor Garcelle Beauvais

AGTA 2018 Spectrum Award Winners Page 32-33

Izi Creations Variety Gem Bellarri Page 35 Page 35 Page 34

TABLE OF CONTENTS

OCTOBER 2018 32

8 Is It Time to Update Your Store? By Frank Dallahan 10 The Challenge of Recruitment – How to Get the Best for Your Business By David Brown

14 Help, I’ve Fallen And I Can’t Get Up! By Susan Arlin 16 “Generating Creative Assets to Support In-Store Promotions By Anne Drummond 20 A Data Breach Can Cost Your Business — 42 What You Need to Know By David Sexton

24 The Secret to Great Marketing By Aleah Arundale

26 Effective Social Media Marketing By Rick Arnemann

30 The Importance of Landing Pages By Matthew Perosi 32 AGTA Spectrum Awards 36 The Style Page

38 Why Hire an Outside Consultant? By Bill Boyajian 34 42 The Ultimate To Do List to Bring Customers To Your Store By Gloria Maccaroni

46 New and Noteworthy 54 Advertiser’s Index

COVER COURTESY OF AGTA Garcelle Beauvais, Actor Necklace: Zoltan David, Somewhere In The Rainbow - 24K yellow gold, palladium, purple steel and 18K yellow gold “Star Flower” necklace featuring a 28.14 ct. Tourmaline accented with gray Sapphires and color-change Garnets. Earrings: Naomi Sarna, Naomi Sarna Designs - 18K and 24K yellow and 18K white gold maple leaf earrings featuring multicolored Diamonds, Sapphires and Garnets. Bracelet: Jorge Paumanys Nunez, Jae’s Jewelers - 14K yellow gold bracelet featuring smoky Quartz and mixed-cut Citrines accented with Diamonds. Ring: Oscar Heyman, Oscar Heyman – Platinum ring featuring a 19.40 ct. bicolored Tourmaline accented with Diamonds. Clothing: Rubin Singer – Strapless Ivory Print Gown, available Saks Fifth Avenue.

718 Main St., FL2, Boonton, NJ 07005 Publishers: Andrew Kohler 973-263-2498 ext 18 • [email protected] Get Real Time Metal Prices, News, and Updates Edward Coyne 908-637-8461 • [email protected] every day at www.TheRetailJeweler.com Frank Dallahan 267-229-2475 • [email protected]

The Retail Jeweler™ is published eight times per year January/February, March/April, May, June, July/August, September, October and, November/ December by TRJ Publishing, LLC. 718 Main St., FL2, Boonton, NJ 07005. TRJ Publishing LLC is not responsible for errors, omissions or typographical errors. Advertisers are solely responsible for the content and accuracy of their advertising. © Copyright 20103 TRJ Publishing LLC All Designed, Produced and Rights Reserved. Subscriptions: $4 per copy; $32 per year. Printed in the USA

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IS IT TIME TO UPDATE YOUR STORE?

By Frank Dallahan

Over the course of time, everything wears out. Carpets, lighting, appear. People move. The new developments have all the bells fixtures and displays all need to be updated and freshened. and whistles the population wants, and so they move. This The very human tendency to just repair and replace the slightly situation changes shopping patterns of the community. New worn fixtures and displays is common. That’s because doing a shopping centers appear with new stores populating them.” full-blown makeover is both time consuming and costly. And, it is only human nature to occasionally avoid the hard decisions Grice told me after 10 years stores start looking worn. that take our time and our money! After 15 years, in the same location you have to make the decision to upgrade, to re-fixture, and perhaps even If you think about it, and you should, we are in a luxury business to move to an entirely new location because of market place selling fabulous jewels and jewelry to our clients. Even if you changes. According to Grice, many malls have a requirement in sell relatively less expensive diamonds and gemstones the their lease agreements that stores remodel and/or move after perception of what is presented and sold in your jewelry store ten years in one location. Mall managements do not want their is something very special to the purchaser, no matter what stores and indeed their malls to look outdated and left behind. the price. Customers expect to see gems that meet their The results of the remodels, renovations, and/or moving have expectation of luxury even if the purchase price is a modest been enormously positive with business growing significantly. one. To the customer, it is a luxury purchase. Another factor influencing the decision to move, Over the course of the past ten years, The Retail Jeweler has renovate, and remodel is the demographic changes presented stories of jewelers who have made the tough decision that occur within the specific jewelry store. In many to move or significantly remodel their businesses. Several years cases, the older generation is looking to retire. If they are lucky ago, we ran a story of a jeweler in North Jersey who made the enough to have sons, daughters, and their spouses interested decision to make a significant investment at a time when the in taking over the operations of the store, they bring with them business was very tough. The decision called for the jeweler to a desire to upgrade the physical presence of the store. commit to a move from one location to another and basically build an entirely new store. The store is Aires Jewelers in Morris The results of the remodels, renovations, and/or moves Plains, New Jersey. Their new showroom is 3,000 square feet of will have significant positive impact on the individual gorgeous space, beautifully fixtured and with equally beautiful stores so involved. Many times, during our conversation product. Ron Aires and his two sons, Ron and Chris, will tell you on this topic, Grice told me of significant sales increases the move was a very good one. If you go to their website (www. resulting from changes in the physical appearance of the store. airesjewelers.com) you will see and read this store is now doing Comments like, “It made all the difference in the world.” “One four times the business, they did at the old location. Was the store experienced a doubling of business in 8 months. Another risk worth it? You bet it was! saw a 100% increase in business over the space of a year.” And, remember what happened with Aires Jewelers, their business In speaking recently with Ron, he told me, “The decision to increased by a fourfold factor. The key questions an owner must move was difficult because at the time we had just started with ask himself/herself are where is the business going? How will we the mortgage crisis of 2008-09.” He continued, “We knew our get there? Where are our customers living? abilities. We knew our customers. We knew it would work out.” Since then, Aires Jewelers has grown and grown. The past two The alternative to a decision to move forward, is to sit years have been especially good. Ron said, “The attitude of and wait until the opportunity passes. Over the course our customers has been so positive and happy.” He said the of time, everything wears out. Carpets, lighting, fixtures situation reminded him of the old baseball saying: “There is and displays all need to be updated and freshened. joy in Mudville!” Customers come into the store with money to spend and are happy doing it. He finished by saying, “The potential is still there.”

This result brings us to the basic fundamental question: Why Frank Dallahan remodel, why renovate, why move? Keely Grice, the owner of co-publisher of The Retail Jeweler Grice Showcases, told me the fundamental reason to move, Email [email protected] remodel, and/or renovate is due to changes in the marketplace. “Over time,” he said “population changes. New developments

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THE CHALLENGE OF RECRUITMENT By David Brown HOW TO GET THE BEST FOR YOUR BUSINESS Ask most store owners their list of favorite tasks and you’ll be unlikely to find hiring staff as one of the top ten. Few people enjoy the process, partly because of the time spent working through many applicants that may not be ideal, and partly due to the fear of getting the process wrong. Bad hiring can be a very expensive mistake in terms of lost sales, poor productivity and litigation for wrongful dismissal.

It doesn’t have to be that challenging. Follow a few basic set rules and guidelines and simplify the process can save you time and increase your chances of getting the right person for the job.

HERE’S OUR LIST OF RECOMMENDED TASKS TO STACK THE ODDS IN YOUR FAVOR.

HAVE A CLEAR JOB DESCRIPTION. SELL THE BENEFITS OF YOUR COMPANY. If you don’t know what you are looking for your Just because there are 80 applicants doesn’t mean chances of finding it will be close to zero. Many the ball is all in your court. The best employees will managers hire the first person with a pulse and spend the next have the pick of positions and will want to know why they few months regretting their decision. If you define what you should work for you rather than someone else. In your job ad, are looking for and clearly state it in your ad, you’ll increase talk about why your company is unique – you will attract a your chances immeasurably. better class of applicant if you look like the place to work.

STATE WHAT YOU DON’T WANT. This is not ASK GOOD QUESTIONS. So often the interview about discriminating but in terms of being clear who process can be a monologue from the interviewer this job will not suit. Doing so will help to eliminate with little opportunity to really find out about the those who aren’t suitable from the very beginning without potential recruit. The quality of the interview outcome will be chewing up your time during the recruiting process. directly related to the quality of the questions asked during the interview process. LOOK FOR TRANSFERRABLE SKILLS. Many hirers look for previous experience in the jewelry GIVE YOURSELF TIME. A hasty or rushed industry. What they really want is someone with strong recruiting process will lead to errors and mistakes. customer relations skills who can present well, is not afraid of Make sure you give yourself sufficient time to work selling glamour or high end and has good attention to detail. I through each stage. The more senior the position the more know one jeweler who regularly targeted staff who had worked time you should give it. in the cosmetic industry because they ticked all the boxes. Choosing the right skills comes first, the rest can be taught. SCORE YOUR APPLICANTS. It’s very easy to be subjective when comparing applicants but TALK TO YOUR STAFF. Often your staff can be a determining a list of key criteria and rating each great source of staffing leads. Who have they been applicant on their ability to meet that area will help you stay impressed by during their shopping experiences? objective during the process Who do they know? They will be reluctant to recommend a poor performer as it will add to their own workload and involving Recruiting can be an intimidating process but planning it well staff can help them buy in to the experience. Consider having will go a long way towards getting the maximum value and senior staff sit in on the recruiting process – more than one set ensuring your business has the best staff for the road ahead. of eyes will help. David Brown ALWAYS CONTACT THEIR REFERENCES. David Brown is President of the Edge Retail It’s surprising how often this isn’t done. Later, a prob- Academy, an organization devoted to the ongoing measurement and growth of jewelry lem employee is discovered to have been difficult at store performance and profitability. For further their last job too. One of the best questions to ask former em- information about the Academy’s management mentoring and industry benchmarking reports ployers is “would you hire them again?” If they hesitate before contact [email protected] or replying you have your answer! Phone toll free (877) 5698657

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HELP, I’VE FALLEN AND I CAN’T GET UP!

By Susan Arlin

Is this how you are feeling lately--as if every SPACE STEP AWAY TO GIVE YOURSELF day is a fight, a battle, a never-ending war? TIME TO MAKE AN HONEST EVALUATION OF THE REAL ISSUES. Do you find yourself exhausted at the end of the day after dealing with your employees? Sometimes you need to give yourself a break. Take an afternoon away Do you dread going into work to deal with for a retreat. As difficult as this is—turn off your phone. Turn off email. that problem employee? Isolate yourself to think clearly for a bit. The constant interruptions that characterize our business environment creates clutter and heightened Or worse, that dysfunctional team? emotion. This in turn can cloud your judgment and make it difficult to be objective. Carve out some uninterrupted time, grab a pen and paper, and Are you finding yourself spending answer these questions: tremendous amount of energy and time • What is happening that is causing you to feel so beaten, exhausted or disheartened? working on conflict and/or employee • What are the behaviors that you are witnessing? resistance, demands or lack of performance? • How does these things conflict with the overall goals you are pursuing? • What are the possible reasons that this is occurring?

COMPLETE A TALENT AUDIT. DO YOU HAVE WHAT ARE YOU SUPPOSED TO DO? THE RIGHT PEOPLE ON YOUR TEAM?

How can you re-energize, This is a difficult exercise for a number of reasons. First, because you have fuel batteries, and find to identify what the ‘right person’ really is. Have you defined the criteria? joy again in your business? You have to ask the questions: When it comes to dealing • Is the right person here, and I’m not capitalizing on their ability? with employees, • Am I leading my team correctly, and am I managing them correctly? there are four steps • Is this an employee issue, a team issue, or my issue? you can take. • Am I getting what I am paying for? Am I paying too much, or too little? • Does my team know what is expected of them? If so, why are they not performing appropriately? • What is the source of the dysfunction? SPACE STEP AWAY TO GIVE This type of reflection may result in having to admit that you don’t have YOURSELF TIME TO MAKE the answer to some of the questions. And if you do have the answers— AN HONEST EVALUATION then you have to make a choice to take action or not. OF THE REAL ISSUES.

The second reason this is a difficult exercise is because you probably COMPLETE A TALENT already know the answer to the question and may be fearful of taking AUDIT. DO YOU HAVE action for one (or more) of the following reasons: THE RIGHT PEOPLE ON YOUR TEAM? • Concerned legal action may result. • Concerned that you’ll have to find a new employee and start all over. TAKE ACTION • Concerned that you’ll have to work even harder during any transition and you’re already exhausted. • Simply don’t like change.

PUSH LIFE ALERT! You’ve heard the statements before that sound something like this: SEND A SIGNAL AND “It costs so much to turnover an employee—but it costs so much MORE GET AN EXPERT. if you don’t!”

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By Anne Drummond GENERATING CREATIVE ASSETS TO SUPPORT IN-STORE PROMOTIONS

PROMOTIONS. SALES. EVENTS. You may consider these the most time consuming efforts of your business. Conceiving your next event idea may come easily, with staff brainstorming during a quiet moment in the store. But the execution is a USE WORDS SPARINGLY different story. How do you get the right customers to show up? To know about it and to tell their friends? Pen three text components about the event. First: A 100-140 character statement that describes the event in a single line. You’ll want to think about your traditional methods, your in- Keep it short, but get the emotion into the statement. Some store use of conversation and how your broad-reaching tactics examples might be “Literacy Has a Real Ring To It. Support like radio and other broadcast media do their part to raise XYZ cause At Jay’s Jewelers this Saturday” or “Drop In During awareness of the promotion or event. But often, the simplest Sidewalk Sales to Beat the Heat and Make Your Wish List” or elements are overlooked, ones that can simplify a multi-channel “Tuesday Ten Percent: You name the Nonprofit and We Write marketing push. the Check”.

DEVELOPING A SMALL COLLECTION Next: a two sentence description that expands OF CREATIVE ASSETS on the statement. First, you’ll want to collaborate with your staff. And finally: the time and place details. Talk about the “selling points” for the event or promotion. Is your event part of something I HAVE MY MATERIALS larger, like a community art fair or sidewalk COLLECTED. NOW WHAT? sale, allowing you to describe both as reasons Now that you’ve collected the materials, you’ll for attendance? Is it a shop-for-a-cause event, use them in different combinations, in the where a percentage of store sales would be following places. matched for a meaningful nonprofit? Really hone the way that your associates will describe Hero Image. You know the slider on your home the activities of the event to your clientele. While it might seem page that probably shows a blend of your inventory items? silly, role play with your team. They will find their words, and Take one of the emotional images, and lay the Text Statement you’ll be sure you know just what they are saying. over it, headline style. Finish with a softer, smaller listing of the time and Place details. Link it to the next item: a calendar event on your site. FIND FOUR IMAGES THAT REPRESENT YOUR EVENT

These four images aren’t all images of Calendar event. If you don’t have a calendar engagement rings. In fact, if you must have of events, your blog page or where you list inventory in any of them, limit yourself to a single newsy items on your website will also work. An photo. The others should be things that show emotional image as the thumbnail, with all three the emotional experience of the event, your text components inside the event listing should own staff serving a customer, the experience of work perfectly. Reminder—there’s no need to watching the gift as its given. If you look at the use your inventory image yet, as the customer is image and have an audible response—that’s the seeing this item on your website, where much of image you should pick. When showing these your inventory can already be explored. images or ranking them in order of importance, the order should showcase inventory last, smallest, or least. This might go against Blog. This is where the inventory image can go. Is the event what you think is important, but remember, your customers are a trunk show? Invite your supplier to provide the text! Is this a connecting with you before and at the event. The piece they fundraiser? Ask the nonprofit to pen a blog about the mission purchase won’t be decided upon until they are in the store itself. of their organization. Remember, the blog needs to also

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A DATA BREACH CAN COST YOUR BUSINESS

WHAT YOU NEED TO KNOW

By David Sexton

The list of corporations that have fallen victim to cyber- HOW MANY RECORDS WERE EXPOSED? attacks continues to grow. The magnitude of the crimes Obviously, this all depends on the size of your committed continues to escalate as well. A research business and the type of breach that occurs, but it report from Ponemon Institute and IBM indicates that will be the primary driver of the costs. Returning to the average total cost of a data breach in 2018 is $3.86 the earlier argument comparing the risks of large corporations million and the average cost per compromised record to small businesses; the average total cost of a data breach is $148. for less than 10,000 records was still $4.66 million*.

I know what most readers are probably thinking at this Let’s say the average jeweler gets five new customers a day point. “The only organizations getting breached are and has that information over a five-year span. That comes worth billions of dollars and have just as many records. out to 9,125 records, which is near the amount mentioned It would never cost my business that much—plus, we’d above. Because your business would also be responsible for never be targeted by a hacker anyway.” those five years’ worth of employees, contractors, and other business relationships, assume that more than your estimate Unfortunately, according to the Ponemon study, you has been compromised. Mounting costs will be less surprising are more likely to experience a data breach of at least if you err on the side of caution. 10,000 records (27.9%) than you are to catch the flu (5- 20 %, according to WebMD). WHAT TYPE OF DATA WAS EXPOSED? This breaks down to three possibilities: Sophisticated hacking techniques aren’t the only PHI, PCI, and PII. method to qualify as a true “data breach.” Any event where personal or confidential information is lost or PHI stands for “Personal Health Information.” It doesn’t really stolen can fit the definition. This includes human error, apply to a jewelry business (however, it’s important to still be which by the way, is not limited to the mistreatment mindful of any employee data that falls under this category). of electronic data. If paper files are stolen that contain sensitive information, that also constitutes a data breach. PCI is short for “Payment Card Information.” The Payment Card Industry Security Standard Council created the PCI There’s really no way around it. If you’re in business, Data Security Standard to securely manage data involved you’re exposed to data. If you’re exposed to data, in financial transactions. However, since businesses run you’re at risk for it to be stolen or lost. In order to on the cash that they bring in from their customers, many properly protect your business, the cost of that risk organizations are concerned with more than just a place to needs to be addressed. To do that, here are some charge the bill. They want to know their customers more questions to ask yourself, which will ultimately influence intimately so they become loyal and make repeat purchases. four areas of costs specific to a data breach. This is where PII comes in.

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A DATA BREACH CAN COST YOUR BUSINESS

WHAT YOU NEED TO KNOW

Personal Identifiable Information (PII) includes PCI elements such INCIDENT INVESTIGATION as credit card information, but also includes literally everything else. Name, email, bank account; you name it, PII covers it – Remediating your security and being compliant with the even health records. PII breaches are the most costly because electronic discovery process will create the bulk of these costs, they reveal so much and are able to connect an individual to but you’ll also be liable for a forensic investigation. Also, to data points such as credit card numbers. While a stolen card comply with state and federal laws, you’ll need legal guidance number is bad in itself, it’s even worse when a criminal knows to navigate through the process, regardless if a lawsuit is filed everything else, as identity theft is now a real issue. or pending.

WAS THIS THE FIRST BREACH It’s important to note that detection costs have reached a AT YOUR ORGANIZATION? record high last year, totaling an average of $0.61 million. The If you have had a data breach in the past, the fines and previous high was in 2011 at $0.46 million, a 25% increase*. penalties associated with subsequent breaches may rise and CRISIS MANAGEMENT AND CUSTOMER NOTIFICATION create additional costs. The punitive damages are aimed at encouraging organizations to bolster their data security You’ll need to notify your customers of the breach and also practices to avoid having a breach occur again. monitor their credit and ID. Additionally, in order to protect your brand, it’s strongly recommended that you ramp up your public DID YOU STORE YOUR DATA IN A relations and customer care efforts. This includes staffing a call CENTRALIZED SYSTEM OR LOCATION? center, responding to email inquiries, and analyzing how your Storing your data in a centralized location is not just future marketing strategies will manage this negative incident. a good business management practice, but it will also save you REGULATORY FINES AND PENALTIES time and money in the event of a data breach. Data stored in multiple places makes it more difficult to determine the source Both state and federal punitive damages vary based upon the and scope of the breach. circumstances of your breach, but either way, you will most likely be held liable in some way. If your business has been breached DO YOU SUSPECT FRAUDULENT ACTIVITY? in the past, these fines and penalties could increase significantly. Any suspicion for fraudulent activity in regard to LEGAL DEFENSE improperly using your data after the breach has occurred will eventually lead to higher costs for your business, Has defending a lawsuit ever been viewed as affordable? as more legal action will be required. Additional investigation While a good lawyer is important to have in these situations, may also be needed to determine the motive behind the fraud it’s critical to remember that this won’t just be a flat fee whether and what the criminals were trying to do – or could have done you’ve had 100 or 100,000 records compromised. The cost of – with the data. the defense will rise as the number of breached records rises, since it will require more resources to defend the extra records. COULD A CLASS ACTION LAWSUIT Protecting Your Business Starts Here. As technology changes TO BE FILED? every day, your data management practices alone may not be Once again assuming that the worst-case scenario has enough to keep your business out of harm’s way. Visit Jewelers happened and all of your data has been compromised, a class Mutual.com or call us at 800-336-5642 ext. 2118 to find action lawsuit seems likely. In the event that one is filed, this out how an insurance policy from Jewelers Mutual provides has the potential to be the most costly part of the breach. In a protection against cyber risks. day-and-age of plaintiff-sympathetic jurisdiction towards these *2017 Cost of Data Breach Study: United States, Ponemon Institute© Research Report types of crimes, it’s not unreasonable that your business will be found liable rather quickly. David Sexton David Sexton is vice president of loss prevention The overall costs of a data breach can fluctuate dramatically consulting at Jewelers Mutual Insurance Company. Headquartered in Neenah, Wis., Jewelers Mutual depending on how you answered the previous questions. In is the only insurance company in the U.S. and general, these four costs will give you an estimate of the total Canada that specializes exclusively in protecting the jewelry industry and individuals´ jewelry. outcome.

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THE SECRET TO GREAT MARKETING By Aleah Arundale

We live in an attention economy. If you can grab HERE ARE SOME FUN people’s attention, you can sell them things. Want IDEAS YOU CAN USE: a trick to grab people’s attention? Of course you do! Ready? • Hold Girl Scout Meetings in your store • Girls can earn a diamond merit badge The trick is to do what is least expected. That is it! • Gold buying parties. Pirate theme If people expect something right side up, put it • Vintage Jewelry Show. 1920s theme upside down. If people expect to see a beautiful • Have a birthday party each month for a different gemstone. Have drinks woman wearing jewelry, put a necklace on a dorky and foods same the color as the gem guy, or better yet on a poodle. • Gem Cake. Bake colored gems into a cake. Invite customers in for a slice If a movie, a magic trick, or a joke were predictable • Have a Grab Bag give away would it be fun at all? We need surprise to create • Ugly Jewelry Contest interest. Do the unexpected and you will surprise, • Weight Loss Contest. One winner gets a diamond in carat weight equal delight, and sell. If you are surprising and delightful to the number of pounds lost you will grab people’s attention for a fraction of • Partner with a manicurist what the big guys spend in advertising. • Teach a Class. Hold a diamond training class for guys or gals

In a world where you can check prices on your • Give away something ridiculous with purchase like a tap-dancing lesson phone, what sets you apart are the experiences or a piece of the moon. Both are so unexpected it is sure to get people you give. Without a reason to come into your talking, with little cost store, how can you expect your business to grow? • Pretend to kidnap the boss and say you are having a Boss is away sale • Have a Race for the Rock or Scavenger Hunt Aleah Arundale • Give Away necklaces to single moms, people who have lost their jobs, or Aleah has never gained one customer by being professional. She is the most fun you veterans. Make sure to call the press. can have selling diamonds. She is a third generation GIA Gemologist and a fifth generation jeweler, turned loose diamond wholesaler. NEVER LET ANYONE LEAVE YOUR STORE Selling diamonds on the road lets her share WITHOUT A REASON TO COME BACK great ideas with hundreds of different jewelers from all over the country. Sign up for her fun newsletter by emailing her at [email protected]

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EFFECTIVE SOCIAL MEDIA MARKETING

By Rick Arnemann

The majority of independent retailers have come to understand that a solid social media presence, along with consistent social engagement, is key to their marketing efforts. There are three crucial reasons for this: • This type of marketing can target potential customers more accurately than any other advertising media • The number of unique visitors engaged on Facebook is over 164 million; on Instagram, it’s over 111 million • Executed correctly, social engagement is the most cost-effective media with the greatest return on investment

Harmon, a marketing agency that has worked with a range media are professionally-created and completely unique,” of companies in the jewelry industry for over thirty years, explains Arnemann. “You can’t get them anywhere else.” recognized this need, and has developed an entire program to Harmon handles all of the posting and boosting and provides a support independent jewelers’ social media marketing efforts. calendar at the beginning of the month, so retailers know what But they didn’t just jump into the program—it required a lot of products will be promoted on which day. They also provide preparation. monthly analytics reports that break down the performance of every post. “We’ve spent the last several years researching and participating in the social landscape,” explains Rick Arnemann, While Harmon’s social media managers oversee and execute CEO of Harmon. “We’ve learned all of the intricacies needed the entire program, to consumers, it appears to come directly to succeed in the social space, which is why we are consistently from the retailer. All comments on posts will go directly to seeing response rates to our boosted social posts (posts that retailers to answer. “This is the first point of engagement, use paid advertising to reach a specific target audience) that are and we want them to welcome that potential buyer,” said ten to twelve times greater than the average. We understand Arnemann. “It’s important to establish that relationship early. what works, what doesn’t, and what generates sales.” We even make it easy for the retailer to know immediately when someone has responded to their posts by setting up With that knowledge, they created the Harmon Social Media notifications on their phone.” Program for Independent Retailers. It’s a customizable social program that allows jewelers to promote the brands they carry, “We provide everything that’s needed for independent their store brand, or a combination of both on their social jewelersto take their social media account from a non-viable media accounts. marketing channel to the most cost-effective advertising tool. The Harmon Social Media Program will create greater “We are currently partnering with over 100 of the finest awareness of retailers’ stores to a very targeted group of manufacturers in the industry,” says Arnemann. “Rather than jewelry shoppers in their market and generate sales. post a single manufacturer’s products on retailers’ social media accounts, we’ll post products from every manufacturer they do For more information and to sign up for the program, business with. That keeps the content fresh and engaging. visit HarmonSocialMedia.com, or email| hello@ These manufacturers understand a comprehensive program HarmonSociawlMedia.com. like this is going be successful. That’s why they’ve partnered with us.” Rick Arnemann Rick is the CEO of Harmon, the full-service marketing and advertising agency he founded Manufacturers send in their best products for Harmon’s that works with every facet of the jewelry industry. photographers and videographers to shoot. They use their Since opening Harmon 30 years ago, he and his team have helped a variety of businesses in the skills and equipment to create high quality assets, while gem and jewelry industry successfully market Harmon writers craft targeted copy that urges consumers to their brand and increase sales. When Rick’s not at his home base in Nashville, you can find him take an action. “All of the assets we post on retailers’ social at industry shows, giving seminars on current marketing trends and presenting innovative solutions to solve marketing dilemmas. 26 | The Jewelry Business Magazine Continued to Pg 35

THE IMPORTANCE OF LANDING PAGES By Matt Perosi Spend enough time with online marketing and you’ll often hear the phrase “landing page” without any clear explanation of what it is. It is the first page people see when they click the link that brought them to your website. It’s the page they “land on”. The link they click could be from a search engine results page, a social media post, a paid ad, a blog post, or anywhere else online.

FUNCTION OF A LANDING PAGE

A quick look at any of your website tracking tools will show that have specific directions to perform one of the above listed almost every page on your website has served as a landing actions. These specific directions are called “calls to action” page at some time. Truthfully, because the World Wide Web and often appear as buttons saying “click here,” “subscribe is an intertwined jumble of shared links and search results that here,” “download now,” “sign up now,” or “call now”. lead everywhere, there’s no controlling what page someone will see on your website first. Landing pages are not simply an extra information page you put on your website. They are truly the first point of contact However, for marketing purposes, a landing page is designed with prospective new customers. Every word, image, video, to explain one thing in an attempt to get the reader to convert color, button, and even the overall layout will influence that from just a reader into some type of customer. Using Google first impression. Take extra time to think about those precious Analytics, you can track the number of people who land on few words in a headline, and what you would say to someone your page and compare that to the number of people who if you only had 90 seconds to make a sales pitch. Hire a converted into customers. The resulting percentage from copywriter for this task if you don’t feel qualified to write good landing-to-converting is called your “conversion rate.” marketing copy.

“Converting” someone from a reader to a customer doesn’t Most landing pages don’t push for the immediate sale; always mean they bought something from you; a conversion instead, they provide an introduction to your store, and what simply refers to any action that you want someone to take. you do, and what you sell. It is the online version of your sales lead generator. A landing page is the strategic introduction at Common conversion actions include: the beginning of the sales process that eventually leads to the • Filling out a contact form ultimate purchase. • Downloading a PDF • Installing an app MISCONCEIVED HOME PAGE • Making a phone call • Signing up for a newsletter A common misconception is that the home page of a website • Watching a video is a landing page. Although a home page will appear in all • Visiting a store Google Analytic reports as the most popular landing page, • Listening to a podcast it’s really just the main entrance page of every website. The home page is usually linked from every social media account, Similar to how late-night TV infomercials compel you to every online directory, Google Maps, Bing Maps, and any time purchase the latest widget, a well-crafted landing page will someone randomly links to your website.

As the default entrance page of a website, every home page Landing pages are truly should have information that describes a little about everything the first point of contact you do with several images, buttons, and links to lead readers with prospective new to explore deeper into the site on their own. The reader knows customers. why they visited your website and they will guide themselves to the next page.

30 | The Jewelry Business Magazine Continued to Pg 34

AWARD WINNERS

Ricardo Basta E. Eichberg, Inc.

The American Gem Trade Association announced the winners of the presti- gious 2018 AGTA Spectrum Awards™. The competition was held in New York and is regarded as the world’s preemi- nent colored gemstone and cultured pearl design competition.

The distinguished panel of judges in- John Haynes cluded: Darryl Alexander, Alexander’s Schmitt Jewelers Jewelers; Randy Coffin, Coffin & Trout Jewellers, Inc.; Andre Hahn, Vielle Jewelers, LLC; Peiter Hye, Pieter An- dries Jewelers; and Dallas Prince, Dal- las Prince & Company.

Zoltan David

Joseph Ambalu, Amba Gem Corp.

Deirdre Featherstone Featherstone Design Images courtesy of AGTA

32 | The Jewelry Business Magazine Best of Show Joseph Ambalu, Amba Gem Corp. - Platinum and 18K yellow gold ring featuring a 7.16 ct. untreated Russian Emerald accented with Dia- monds. Best Use of Color Ricardo Basta, E. Eichberg, Inc. 18K yellow gold “Phoenix Rising” necklace featur- ing Mandarin Garnets (28.04 ctw.) accented with Paraiba Tourmalines (1.55 ctw.), Sapphires (4.68 ctw.), Rubies (3.17 ctw.), fire Opals (1.35 ctw.), tsavor- ite Garnets (.02 ctw.) and a .77 ct. Turquoise. Best Use of Platinum Crown Erica Courtney John Haynes, Schmitt Jewelers - Platinum “Solar Blossom” ring featuring a 14.73 ct. orange Zircon accented with tsavorite Garnets (.67 ctw.) and Diamonds (.65 ctw.). Men’s Wear Zoltan David, Zoltan David - Steel and 24K gold ring featuring a 25.53 ct. blue Zircon. Best Use of Platinum and Color Deirdre Feath- erstone, Featherstone Design - Platinum “Wonder Woman” cuff featuring Aquamarines (4.54 ctw.), Patrick King Tanzanites (2.44 ctw.), blue Zircons (1.60 ctw.), lav- Jewelsmith, Inc ender Spinels (.46 ctw.), Tourmalines (.68 ctw.) and star-set Diamonds (2.64 ctw.). Bridal Wear Zoltan David, Zoltan David - 22K and 18K rose gold necklace featuring a 46.12 ct. Opal accented with a 3.60 ct. round Opal and blue Sap- phires (2.40 ctw.). Business/Day Wear Erica Courtney, Erica Court- ney, Inc. - 18K yellow gold “Emerald City” necklace Gross & Currens featuring a 105.99 ct. pear-shaped Emerald accent- David Gross Group ed with Diamonds (4.42 ctw.). Evening Wear Gross & Currens, David Gross Group - Platinum ring featuring a 20.26 ct. cushion- cut unheated yellow Sapphire accented with Dia- monds (3.60 ctw.). Bridal Wear Zoltan David, Zoltan David - 22K and 18K rose gold necklace featuring a 46.12 ct. Opal accented with a 3.60 ct. round Opal and blue Sap- phires (2.40 ctw.).

Zoltan David Fashion Forward Patrick King, Jewelsmith, Inc. 14K white and rose gold pendant featuring a 13.31 ct. Sapphire accented with Sapphires (.98 ctw.) and Diamonds (2.91 ctw.). Best Use of Pearls Avi Raz, A & Z Pearls, Inc. Necklace featuring 15-18mm multicolored natural baroque freshwater Pearls accented with 14K rose, yellow and rhodium gold beads. Classical Niveet Nagpal, Omi Prive - Platinum ring featuring a 10.23 ct. cuprian Tourmaline accented with Diamonds (2.57 ctw.), Paraiba Tourmalines (1.54 ctw.) and a .01 ct. Alexandrite. Not Pictured All Other Faceted Mikola Kukharuk, Nomad’s - 80.25 ct. oval tsavorite Garnet. Carving Dalan Hargrave, GemStarz Jewelry - “Frog Prince” featuring Sunstone (160 ctw.) accented with Sapphires, Diamonds, Opals, black Jade, green Jade, Chalcedony, Calcite and 14K yellow gold. Classic Gemstone Kenneth Blount, 100% Natural, Ltd. - 91.36 unheated yellow Ceylon Sapphire Innovative Faceting Mark Gronlund, Mark Gron- lund - 96.30 ct. round spiral brilliant-cut blue Topaz. Objects of Art Nicolai Medvedev, Impressions in Stone - Intarsia box with vaulted lid. Materials in- clude: Malachite, Turquoise, Malachite/Azurite, Avi Raz Sugelite, Lapis Lazuli, Opal, cultured Pearl, Emer- A & Z Pearls, Inc. alds and Diamonds. Pairs & Suites Stephen M. Avery, Stephen M. Niveet Nagpal Avery - Pair of indicolite Tourmalines (41.45 ctw.). Omi Prive Phenomenal Joel Price, Joel Price - 34.63 ct. oval harlequin Opal.

THE RETAIL JEWELER | 33 MATCHING ADS TO LANDING PAGES towards. When the landing page matches the ad message, you are telling the visitor that they are in the right place. The landing page used in any single ad or elaborate marketing campaign (both online and off) should not be your home page. CONCLUSION Instead, ask your marketing company and your website team to collaborate to create a unified approach to optimize the Online advertising systems make it easy to create and publish conversion rate of your marketing. ads today without any guidance on how to make your ads effective. Without a properly tuned landing page, your The purpose of a unified approach is to show someone a conversion rates will be extremely low. You might even think matching message when they go from the ad to your website. your advertising doesn’t work. The reality is you mismatched Every ad is designed to catch someone’s attention quickly. the message and that is what scares your customers away. Give The landing page is the next step to further explain what me a call if your current web team isn’t able to collaborate on captured their attention. Without the landing page, you won’t your landing pages. satisfy your potential customer and will result in a much lower conversion rate. The reality is you mismatched the message and that If your ad promotes a wedding ring event, then the landing is what scares your page should have the specific details of that event. If the ad customers away. offers a 10% discount off their next purchase, then the landing page should have details of what they can use that 10% off Matthew A Perosi Matthew Perosi reports the latest Internet trends and methods that are most relevant to the jewelry When the landing page industry in his newsletters, videos, and blog available through jwag.biz. Tap into the more than matches the ad message, you 1,500 free newsletters to guide you towards better are telling the visitor that they usage of websites, social, and mobile. Matthew are in the right place. invites your feedback and questions at matt@jwag. biz or 973.413.8211. Many questions from TRJ readers have turned into great newsletter topics.

34 | The Jewelry Business Magazine Continued from Pg 26

EFFECTIVE SOCIAL MEDIA MARKETING

THE RESULTS In the two weeks leading up to Mother’s Day, Harmon implemented a social media campaign for ten retailers. It promoted a single manufacturer and included a special offer to drive consumers into stores.

Harmon shot two propped stills and a 15 second video and wrote engaging copy about the product. We put these three posts on each retailer’s Facebook page, and boosted each post to a targeted audience interested in jewelry within the geographic area of the participating retailers’ stores. Retailers’ spent $50 on each boosted post, for a total campaign spend of $150 per retailer.

These are the cumulative results of the 10 retailers who took part in this pre-Mother’s Day social campaign.

62,239 Number of consumers reached that fit the target demographic

100,182 Number of times boosted posts were shown

Number of targeted consumers who saw boosted posts and took an action* 27,136 *Includes liking and sharing a post, contacting a retailer, etc.

% The result rate of consumers who saw a post and took an action 43.6 According to Facebook, the average click-through rate is 4%

85 The total number of products all retailers sold over the course of the two-week campaign

In all, this was a very successful effort by Harmon. For more information please contact [email protected] THESTYLEPAGE

Alisa Bellarri This 6mm hinged bangle bracelet in sterling From the new Capri Collection silver features an eye-catching large basket featuring beautifully graduated weave circle in 18kt yellow gold. A new and fancy cut Swiss blue to London attractive two-tone look from Italy. MSRP $985. blue topaz with diamond accents set in 14kt white gold. 888-253-6600 MSRP: $7,190. 888-255-0192

Berco Crescent moon diamond pendant finely crafted in 10kt white gold, accented with 0.08ctw of diamonds Belle Étoile that represent the stars. The Emanation Collection by Belle Étoile features MSRP: $299. colorful orbs of hand-painted Italian enamel 800-621-0668 radiating in an awe-inspiring pattern. Shimmering circles of pavé-set sterling silver create sources of light. MSRP starts at $195. 877-838-7628

Alta Diamonds Diamond alphabet Letters to mix’n’match to create words of your customers’ choice, or as individual letters. MSRP $1,700 per letter 800-391-0012.

36 | The Jewelry Business Magazine THESTYLEPAGE

Variety Gem This 14kt white gold fashion ring has 0.77ctw of diamonds iZi Creations with 1.32ctw of rubies. This necklace, ideal for Also available in 14kt layering, is beautifully yellow and rose gold. finished with four MSRP: $3,265. diamond bezels, 0.44ctw, 800-735-4367 on a double chain, it is available in 14kt white, yellow, or rose gold. 800-448-4749

Aiya Designs These beauties have natural diamond slice centers ranging from white to grey. Each center is custom cut so no two centers are identical. Diamond slice pendants and rings MSRP starting at $999 including the center. 770-664-1818

Mars Fine Jewelry Beautiful hand engraved solitaires that are versatile for both diamond and colored stones centers. Ring pictured is in two-tone 14kt gold. MSRP: of $920. 888-592-6277

SimplexDiam Classic diamonds-by-the-yard necklaces in 14kt white, yellow, or rose gold. All multi-adjustable from 16”, 17” and 18”, with a lobster claw clasp. Diamond weights in 0.25ctw, 0.50ctw, and 1.00ctw. MSRP’s range from $747 to $2,007. 800-233-1155

THE RETAIL JEWELER | 37 Why is outside What will counsel sometimes happen if you WHY HIRE necessary? do nothing? AN OUTSIDE

What does a Some Key CONSULTANT? consultant do? Questions

By Bill Boyajian

WHAT DOES A CONSULTANT DO? Some people would say that a consultant simply tells you the blindingly obvious things to do – often things you already know you should do, but need someone from the outside to confirm it. That’s probably overstated, but what good consultants do – and what good owners, leaders, and managers do – is listen more and talk less.

I was doing an assessment for a family business and after speaking with the husband, I asked to speak to his wife. He asked why I wanted to speak with her. I answered: “Because she’s your business partner and life partner (and I hoped soul mate) and I want to know her thoughts, too.” Truth be told, I always want to speak to an owner’s wife because she will keep her An upscale jeweler once called me husband honest. So, when I asked the wife what she thought about the to visit his stores, meet with his key problem they were having in their business, she said “I told my husband managers and employees, and review not to do that years ago.” I then asked the husband if he ever listens to his his overall operations. By the second wife. Sheepishly, he said, “Now I do.” Husbands often need to hear things day, I asked him why he had me fly from someone other than their wives, and the reverse is also true. That’s across the country to conduct the one of the key values of a consultant. assessment when he had such a great business already and when everything WHY IS OUTSIDE COUNSEL SOMETIMES seemed to be motoring along. He NECESSARY? answered that he knows he does When you run a jewelry business, you are involved in so many 80% of everything right, but that he things that you can get tangled in the weeds. You’re dealing was determined to improve the last with marketing, advertising, merchandising, management, personnel, 20%. I knew right away why he was so scheduling, purchasing, inventory control, appraisals, repairs, and the list successful. goes on. One of the great values of someone from the outside is that they are able to see the business and the issues of concern from a higher elevation and with an unbiased eye. You pay a consultant to help you solve Hiring a consultant from the outside problems, give advice, and hold you accountable to what you know you is not something I would normally should do, but won’t do, without outside help. recommend if things are humming

along, but in this jeweler’s case, it This isn’t therapy – although some would claim it to be. It is practical, didn’t matter. He wanted constant reasoned, well-thought-out counsel that you often can’t live without or improvement. And if you saw the size can’t run a business without. A consultant’s wisdom, intelligence, and and growth of his business over the last experience is revealed more by the questions he or she asks than by the decade, you would know why he gets it. assertions that are made. The questions create a learning environment and a thought-provoking mechanism to get to the answers that everyone is seeking.

38 | The Jewelry Business Magazine SOME KEY QUESTIONS Here are some questions I ask, and ones you might consider asking yourself as you contemplate outside counsel:

What caused you to pick up the phone or contact me today? (Often jewelers have been thinking about it for months or even years, but something happened that day to prompt the call.)

What has changed recently that has created this new sense of urgency?

What is the single over-riding problem or concern that you want to solve? (Sometimes it’s a business issue, but often it’s a personnel issue, a family problem, or a business transition or succession issue.)

What will make you happy? (One father simply said, “I want to get along with my son in our business.” Bingo! We have our answer.)

Have you already tried to solve this problem? If so, what were the results?

What will happen if you do nothing?

I need to know everything from a deeper perspective, so will you please allow me to probe into the personal issues?

What will success look like for you when we’re done?

SUMMING UP

My father once told me to never take on a partner in business unless you really need one. I think that’s also good advice for business owners who are considering hiring an outside consultant. If everything is going well, you probably don’t need one, unless you’re like my client above who is fanatical about growth and continuous improvement. But most jewelers really do need help and advice. Fortunately, in our industry, there are plenty of good consultants who are extremely helpful (and quite reasonable), so there is no reason not to engage one if you really need the help.

Bill Boyajian Bill is the former long-time president of the Gemological Institute of America, and is currently founder & president of Bill Boyajian & Associates, Inc. His company consults for a wide variety of businesses in the gem and jewelry industry, specializing in leadership, business, and organizational development, family transition, and succession planning. Bill is the author of Developing the Mind of a Leader – Your Path to Lead and Inspire People. He is a sought-after business coach and speaker, and can be reached at [email protected].

THE RETAIL JEWELER | 39 Continued from Pg 14

HELP, I’VE FALLEN AND I CAN’T GET UP!

TAKE ACTION

It’s the lack of action, the perception of being ‘paralyzed’, or ‘stuck’ that leads to the feeling of being powerless. Compounding this is the perception that, no matter what you do, it is not producing the desired results. This feeling of frustration and paralysis may result in self-inflicted pressure to do SOMETHING. Just, something. Anything! Unfortunately, seemingly random attempts to ‘fix’ things may create more frustration. Taking quick action to fix the surface issue, or to motivate changes in behavior, without being well-thought out can damage how your team perceives your leadership, and often leads to the sense of injustice or snapshot management— where you act with urgency based on something you saw, without understanding the details.

Take the answers to steps 1 and 2 and combine them into an action plan. Determine the priorities and tackle one item at a time. You may find yourself bewildered and discouraged if you try to implement everything at one time. Identify your TOP priority. What is it? Is it teamwork, communication, commitment, or something else? Maybe it’s the sense of urgency to accomplish tasks, or conflict among the team members. No matter what it is, identify it clearly, and develop a strategic, well-thought out plan to address it.

PUSH LIFE ALERT! SEND A SIGNAL AND GET AN EXPERT.

Leading people is complicated—because people are complicated. The ripple effect that occurs when you take one action is often difficult to anticipate. Every facet of your business is interrelated. Most independent jewelers do not come to the table with a degree in talent management. Maybe it’s time to call in an expert (like me!) who can offer observations and recommendations that can make your life, your team, and your business better. If you are tired of feeling exhausted, frustrated, and lackluster, find a consultant with whom you connect well. One that you trust. Share your frustrations, your vision, and your priorities, and let them help you create a healthy environment where you can stop feeling like you are falling—and you can’t get up.

Susan Arlin Susan Arlin is a staff and leadership development specialist in the jewelry industry. With over 30 years of experience in the jewelry industry, and a Master’s Degree in Organizational Behavior, her specialty lies in developing groups of individuals into high- performance teams. Her company, Brilliant Performance Group, LLC™ https://www. brilliantgrp.com is dedicated maximizing the return from your most important asset—your team. To contact Susan directly to discuss how your team can improve, email her at susan@ brilliantgrp.com.

40 | The Jewelry Business Magazine Continued from Pg 16

GENERATING CREATIVE ASSETS TO SUPPORT IN-STORE PROMOTIONS

describe the event and include the time and place details. Put it in a callout box or column alongside the article itself. After all, you’ve already written it.

Facebook or Instagram, or Both. Post the third emotional image in your feed. Use the two sentence description and the time and place details as the post. Link to your website’s calendar listing, blog, or news, where you’ve placed the information natively. Boost your post to your ideal customers, using what you know about their characteristics and geography.

Create a carousel ad for social media, with the 3 emotional images first and the inventory image last. The statement is your headline. The supporting sentences, the post that accompanies the ad. And guess what? The details will be found after the link to—you guessed it—your calendar entry, blog, or news. Make a facebook event, using the same hero image you’ve used on your home page, and all of the text you’ve already written. Invite all of your friends on facebook, and encourage them to do the same.

Digital Ads. If you are marketing digitally, make four ads for use in the digital space. Statement (Headline) is already written. This headline goes on top of each of the four images. It clicks through to your calendar page, blog, or news.

With just four images and three small pieces of text, you’ve armed yourself with a multi-channel campaign that will generate a flurry of activity. If you do direct mail or place ads in print, they should contain these very same components, generating a cohesive, recognizable identity system for your event.

Anne Drummond Anne Drummond is the Senior Creative Director for Advance 360, a digital marketing firm based in New York. Advance 360 has a concentration in the jewelry industry, offering creative and data driven strategies for retail jewelers and wholesalers. Reach Anne at [email protected] or check us out at https://www.advance360.com/jewelry-industry/.

THE RETAIL JEWELER | 41 THE ULTIMATE TO DO LIST TO BRING CUSTOMERS TO

YOUR STORE By Gloria Macaroni

When consumers can buy any product at any time—from a • Do I and my staff promote a positive, friendly and professional multitude of competing retailers—it’s the in store buying environment? experience that separates the leaders from the rest of the • Is my staff well trained and knowledgeable about the retail pack. It’s the consumer experience that matters, not the collections that we offer? sale or the selection, but the total retail “experience”. A good • How can I differentiate my store from on-line retailers and my customer experience provides great customer service and brick and mortar competition? brings them back time and time again. Here are some key customer service points to create a positive Despite the increased focus on digital and mobile shopping customer experience: channels, brick and mortar retail remains an important touchpoint for the modern consumer. According to the National GREET A CUSTOMER AS YOU WOULD A GUEST Retailer Federation’s quarterly report, 74% of consumers say they typically visit the store to buy something specific rather • Greet shoppers like they are coming to your home, in a than to browse. However, compared to older shoppers, younger friendly and positive manner. generations are more likely to view the store as an opportunity • Say good morning, good afternoon or good evening within to socialize and explore; 48% of Gen Zers and 35% of Millennials 15 seconds of a shopper entering your store. say they typically visit a store just to browse. • Let customers browse a bit, then return to make a positive statement about something they are looking at. Another positive statistic on brick and mortar sales is from NRF President and CEO Matthew Shay that states, “Not only is retail not dying, most retailers are adapting to changes in consumer preferences, behavior and technology — as they have throughout history.”

Over the last decade, retail sales and jobs have continued to grow despite challenging economic conditions. And despite the press on store closings, data from IHL Group shows a net Belle Etoile increase in store openings of over 4,000 in 2017. Silver Bangle MSRP $450 GOOD CUSTOMER SERVICE PAYS BIG DIVIDENDS Belleetiolejewelry.com

Today more than ever, you need to capture the attention of your future customers and keep your current customers. Without consistent and excellent customer care, customer loyalty is unlikely, especially in this economy where buyers have so many places to shop. Now more than ever in business, you need to find ways to differentiate yourself. Creating a unique customer experience in your store can be your key to Belle Etoile sends e-blasts to their retailers with your future success. updates on training tips and exciting news such as media and celebrity placements to help them use in A few questions you should ask yourself are: their sales pitches in store. • Does my store have a distinct personality?

42 | The Jewelry Business Magazine LISTEN TO YOUR CUSTOMERS UTILIZE THE PRODUCT INFORMATION PROVIDED

Is there anything more exasperating than telling someone • From quality and care guides to U-tube videos, many jewelry what you want or what your problem is and then discovering brands and designers provide a host of information about that that person hasn’t been paying attention? their collections- everything from the metals they use to the designer’s profile, make the most of this information and Let your customer talk watch your sales grow! Show them that you are listening by making the appropriate • Challenge each sales associate to become a brand expert responses, • Ask each associate to learn all they can about a specific • Suggest a few options and ideas. brand or designer • Have weekly “information sessions” and ask each associate to share what they learned and train the other sales staff Kelim Silver Earrings MSRP $156. kelimjewelry.com

Bastian Inverun Silver Necklace MSRP $1,150.

Kelim provides brochures that explain the story of Bastian offers a complete portfolio of information and the brand, and how to care for the jewelry selling tips on their web site with easy access for the jeweler www.bastian-inverun.com

TRAIN YOUR STAFF IN THE ART OF EMPOWER YOUR STAFF CUSTOMER SERVICE • Give every member of your staff enough information and • Train your staff to be always helpful, courteous, and power to make those small customer-pleasing decisions, so knowledgeable. they never have to say, “I don’t know, but my manager will • Do it yourself or hire someone to train them. be back at...” • Talk to them about good customer service and what it is and • Be sure that th staff is aware of all promotions and sales isn’t regularly. • Be sure to be consistent with discounting guidelines. • Discuss good and bad examples of • Encourage sales associates’ comments and suggestion. customer service and learn from them • Acknowledge good leadership.

Frederic Duclos Silver Pendant Phillip Gavriel provides numerous marketing materials to the MSRP $270. fredericduclos.com retailer to help convey their brand message to the consumers, while maintaining consistency and building awareness.

Phillip Gavriel Silver Cuff MSRP $1,112. phillipgavriel.com

Phillip Gavriel provides numerous marketing materials to the retailer to help convey their brand Each piece is packaged in a distinctive box and message to the consumers, includes an art card with a short biography of the while maintaining consistency and building award-winning designer. awareness.

THE RETAIL JEWELER | 43 DON’T MAKE PROMISES THAT YOU CAN’T KEEP GIVE MORE THAN EXPECTED

• If you say to a customer, “Your repair will be completed on • Think of ways to elevate yourself above the competition. Tuesday”, make sure it is ready on Tuesday. Otherwise, don’t People love to get more than they thought they were getting, say it. but don’t think that a gesture has to be large to be effective. • Think before you give any promise - because nothing annoys Some ideas: customers more than a broken promise. • Include a coupon for a future discount. • Reliability is one of the keys to good customer service. • Offer a free jewelry cleaning service. • Mention the date of an upcoming trunk show or event.

Martha Seely Sterling Earring Nambe Sterling Cuff Marthaseely.com nambe.com MSRP $325. MSRP $286.

Martha Seely provides look books,company and designer bio and care information in accessable brochures Nambe provides in depth information about the DEAL WITH COMPLAINTS crafting of their silver pieces – and explains the process from the foundry to the finished piece. No one likes hearing complaints, but if you give the complaint your attention, TREAT EMPLOYEES WELL you may be able to please the customer and position your business to reap the • Employees are your internal customers and need a regular benefits of good customer service. dose of appreciation. Properly dealt with, complaints can • Appreciation stems from the top. Treating customers and become opportunities. employees well is equally important. • Thank them and find ways to let them know how important Alex Woo Silver Pendant MSRP $128. alexwoo.com they are. • Treat your employees with respect and chances are they will Alex Woo offers various training videos: have a higher regard for customers. Alex Woo What’s Your Story: http://vimeo. • Do your best to keep your employee turnover rate low, com/46847158 and jewelry care and storage guides. because replacing a knowledgeable salesperson is costly and time consuming. BE HELPFUL - EVEN IF THERE’S NO IMMEDIATE PROFIT IN IT. ADDITIONAL RESOURCES FOR SALES TRAINING: Replace a watch strap pin or remove a watch bracelet link– and Many of the Jewelry trade organizations offer a wealth of do it at no charge. You will turn this service into a customer of information and training programs. Here are just a few: the future who will share their great customer service story with • The Silver Promotion Service offers an in-depth others. Think of it as a long-term sale. e-learning module entitled: The Silver Experience visit: Keep your eye on the customer, not on the profit. savorsilverretailconnection.com for more information • Jewelers of America: offers training certification for sales Korite Silver Ring MSRP $425 associates and management professionals. www jewelers. org/ja/careers-education/certification Korite.com • American Gem Trade Association. The AGTA provides information about colored stones and cultured pearls. agta. org/resources • The Diamond Council of America: offers a range of distance learning programs. www.diamondcouncil.org All KORITE jewelry comes with a • The Platinum Guild: provides training and technical information Certificate of Authenticity, about platinum. www platinumguild.com/platinum-training . KORITE offers a lifetime guarantee. • The Cultured Pearl Association: offers “Pearls as One” a Register your KORITE jewelry at comprehensive pearl course. pearlsasone.com KORITE.com TRJ

44 | The Jewelry Business Magazine The Facts of the New FTC Jewelry Guides customized jewelry displays that meet retailers’ needs for case sizes and spacing. There will even be a custom cuff display to On July 24, 2018 the Federal Trade Commission released the show off those famous Michou cuffs, final revision to its Guides for the Jewelry, Precious Metals, and Pewter Industries, otherwise known as the “Jewelry Guides.” In addition to Michou’s outstanding customer service, trunk There are some significant changes in these revised guides show programs, and stock balancing, Michou is busy developing that impact most parts of the trade. important retailer benefits such as an incentive program, social media support, new info cards, sales training, in-store video JVC exists to translate legal compliance issues for the trade, loops, and an updated website. To know more about developing there are currently a lot of misconceptions circulating and we Michou retailer support for your store contact Dinorah directly want you to have the accurate information. With the release at Michou at 530-525-3320 or email at [email protected] of the new Jewelry Guides, JVC will educate every level of the jewelry supply chain on how these changes actually affect their business. Please join us in one of the upcoming webinars to fully understand these important changes.

“Diamond” still means diamond. In an advertisement/marketing piece in print or online, the word “diamond” alone still means a natural diamond from the earth. Laboratory grown diamonds must be disclosed using “Laboratory-grown,” “Laboratory- created,” “[Manufacturer name]-created,” or a similar or like word or phrase that clearly discloses the nature of the product. If the word “cultured” is used, you must also have one of the disclosures above; “cultured” cannot be used alone. It’s still okay to use the word “synthetic,” just not in a way that implies it’s a simulant. The words “real” “genuine” “natural” “semi-precious” Heat-Resistant Silicone Finger Guards – A Gesswein and “precious” can only be used to describe diamonds and Exclusive. colored stones from the earth; these words cannot be used to describe manufactured or artificially produced products. The Gesswein Silicone Finger Guards will bring your jewelry 10karat minimum on gold has been eliminated. There is no polishing to a new level of precision. The unique properties of floor on what can be called “gold” so long as the fineness is Silicone Rubber have a snug-fitting, heat-resistant finger guard disclosed. All rhodium plating must now be disclosed. that conforms to your fingers. Ideal for polishing applications or other tasks that emit heat buildup. Eliminates the bulky feeling Exciting New Things Happening at Michou! that other materials have and provides a much better “feel” of the work while polishing. Bright blue color makes them easy Michou is excited to announce two new branding opportunities to spot on the bench and they are powder-free, latex-free and for retailers. non-slip. Washable and reusable, this is an innovative one- size-fits-all design. Three to a package. Custom Marketing Materials Including: Product images for websites, backlit signage, advertising etc. Michou will create For More Information contact [email protected] at images that exactly meet your specifications. The images come 203.366.5400 or visit www.gesswein.com in various sizes and are available from as large as 5 feet and can be scaled and cropped to fit your needs. They have sizes already optimized for Facebook, Instagram, HD slideshows, posters, postcards etc.

Michou Jewelry Displays: During the 2018 show season, Michou asked retailers what they wanted to see for 2019 for marketing. Almost all stated they wanted branded jewelry displays. Michou has been working with Box Brokers to create

THE RETAIL JEWELER | 45 Roger Dery Launches Non-Profit Focused on East Africa Roger Dery of Roger Dery Gem Design, with his wife Ginger and daughter Rachel, has launched Gem Legacy, a 501c3 nonprofit organization dedicated to education, vocational training, and local economies in East African mining communities.

“Gem Legacy is dedicated to what we’ve been doing in Africa for over 20 years,” said Roger Dery, President of Roger Dery Gem Design and Gem Legacy, Inc. “In our 57 combined trips to Africa, we have met thousands of people in East Africa’s remote villages and bush mines where gems have had a remarkable influence on their lives. Gems bring hope, make a difference, and leave a lasting change... a timeless legacy. It is time to raise up an army to support the husbands, wives, daughters, sons, brothers, sisters, granddaughters, and grandsons of gemstones.”

The organization has several initiatives, including Gem Faceting Training, Kitarini Primary School, and Gemological Training. Eternity Emerald 100% of every donation returns directly to the communities where gems are mined. For more information about Gem Legacy, Inc. or to donate, please emailinfo@ gemlegacy.org or visit gemlegacy.org. To learn more, follow Gem Legacy on Instagram @ thegemlegacy and on Facebook @thegemlegacy. Rachel Dery Charms Used to Honor Fallen Marines In memory of the sixteen servicemen who lost their lives in the downed KC-130T plane, 4-miles East of Moorhead, Mississippi on July 10, 2017, Lynbar Jewelers customized memorial bracelets with Rembrandt Charms for their loved ones to honor their service.

LaNelle Brown-Tollison, owner of Lynbar Jewelers paired a pearl bracelet with Rembrandt’s engravable charms to give to each wife, mother or fiancé of the fallen soldiers at the dedication of the Yanky 72 memorial one year after the tragic event. The heartfelt gesture gained significant local and national recognition for Lynbar Jewelers.

“We appreciate the sacrifices that our military and their families make to protect our great nation and we thank them for their service. We hope that honoring these fallen servicemen will

46 | The Jewelry Business Magazine bring some peace to their loved ones and help them to cherish the memories of love shared,” said Eric Lux, Vice President, Rembrandt Charms.

For 70 years, Lynbar Jewelers has continually found ways to impress the Mississippi Delta and its guests. Lynbar’s offers an always-evolving selection of fine jewelry, including estate pieces and custom designs.

Jewelers Mutual Acquires Business Operations of TransGuardian Jewelers Mutual Group continues to expand its product offerings in support of its core insurance business by purchasing the assets of TransGuardian, Inc., a shipping logistics software company. TransGuardian’s creation in 2005 was an innovative breakthrough for online logistics services, developed by a team who has designed innovative shipping solutions since 1980.

“Jewelers Mutual is dedicated to providing value to our jewelers and offering a shipping solution is another way to do so,” said Scott Murphy, president and CEO of Jewelers Mutual. “With this acquisition, we take a major step forward by combining an industry-leading solution with our talent and resources to create a holistic shipping solution for the entire industry.”

Jewelers Mutual partnered with TransGuardian in 2017 to present JM Shipping Solution™, a convenient, cost-effective, and safe way to ship jewelry that allows the user to take advantage of exclusive discounts, insurance options for their packages, and more. As part of Jewelers Mutual, the former TransGuardian business and team, led by Jim and Madlene Moseley, will continue to serve enrollees of the JM Shipping Solution, as well as their current customer base.

“Being welcomed into a 105-year-old company like Jewelers Mutual means access to a wide range of talent and resources,” said TransGuardian leader, Jim Moseley. “Together, we will enhance our customer experience and roll out bigger and better enhancements and discounts.” “The needs of the jewelry industry will continue to change. Jewelers Mutual is committed to navigating those changes to continue to provide

THE RETAIL JEWELER | 47 solutions that raise the tide of the entire industry,” added light guide provides a best in class solution for discriminating Murphy. jewelry retailers. All three have a 5-year limited warranty for parts and labor, 3 years on electronic components. All current TransGuardian employees are being welcomed onto the Jewelers Mutual team. TransGuardian’s customer- For More Information contact Gesswein at 203.366.5400 or facing service centers in New York City and Los Angeles will Visit www.gesswein.com. continue operations uninterrupted as part of the Jewelers Mutual Group. Britsh Brand Anchor & Crew Lands in America Anchor & Crew is a handcrafted British-based jewelry and accessories brand which has become well-known and highly trusted over the years, notably within the mens /unisex jewelry market and boasts five industry awards in the last four years.

An official UK brand to watch, Anchor & Crew is available at some of the world’s leading fashion/department stores such as Lotte of South Korea, Beymen of Turkey, Wolf & Badger of UK and The Iconic of Australia, and is now available in the US via Madlene Moseley Jim Moseley Scott Murphy the brand’s exclusive American distributors, Sevon Group of Versatile Microscopes for the Gemological Chicago. Professional With an aesthetic that showcases a combination of British craft Three Accu-Scope’s designed for the manufacturing and discerning modern-minimalist style, Anchor discerning gemologist ranging from & Crew is an ethical brand who believes in having a highly the cost-effective Gem Scope 3052- traceable supply chain; both of these agendas have contributed Gem to the state-of-the-art Gem Scope to the brand’s rising popularity and success. 3075-GS.

Taking ownership of an exploratory lifestyle and promoting the Gem Scope 3052-Gem is portable, Happy-Good Life, Anchor & Crew ‘s celebrated craftsmen create compact and uses rechargeable AA unisex jewelry, accessories and lifestyle goods for the Modern batteries allowing the gemologist to 8100132 3075-GS men and women. The brand’s social media and marketing work anywhere. Built-in LED illumination focuses on quality but casual styles. Anchor & Crew is timelessly for viewing stones at 10x and 30x British by both design and manufacture with all manufacturing magnification with the included WF is done in Nottingham, England. You can view the Anchor 10x/20mm eyepieces. & Crew catalogs online at www.anchorandcrew.com or call Gem Scope 3075-GEM delivers 312-392-1900 excellent flatness and depth of field via an advanced Greenough optical system. Features magnification range of 10x-67.5x with the included 8100130 3052-GEM WF 15x/15mm eyepieces and LED illumination. Gem Scope 3075-GS offers crisp high- resolution images, brightfield/darkfield illumination, and two different reflected light sources for viewing facets and surface graining. A 325º rotatable base with 10x – 67.5x zoom range, an optional pin point and variable LED 8100131 3075-GEM

48 | The Jewelry Business Magazine Jewelers 24 Karat Club of Southern California Announces 2018 Honorees The Jewelers 24 Karat Club of Southern California and its Board of Directors announced the Club’s 2018 honorees, who will be recognized during its 74th Annual Dinner Dance and Gala, which will take place at the Beverly Hills Hotel in Beverly Hills, CA. on Saturday, October 6th.

This year’s Excellence in Service honorees are Thomas Blumenthal and David Marcus. Blumenthal is the CEO of Geary’s Beverly Hills, and has been at the helm of the luxury store since 2003. He is the grandson of Fred and Ruth Meyers, who took over the business in 1953 to create a true landmark in Beverly Hills. Marcus is the Thomas Blumenthal owner of Marcus Diamonds, Los Angeles. He was instrumental in the creation of the Diamond Club West Coast and served as President for many years. Marcus still sits on the Board of Directors today.

“Tom and David have both made a tremendous impact on our industry, David Marcus and exemplify a high standard of professionalism, business ethic and a commitment to excellence, true to the 24 Karat Club’s mission,” said Karen Signorino, the 24 Karat Club’s president.

Additionally, the 24 Karat Club is honoring Dave Bindra, of B&B Fine Gems with the Dave Bindra 24 Karat Club’s Rising Star Award.

“The Rising Star Award was created to honor a young leader that has shown passion and commitment towards the betterment of our industry,” said Karen Signorino, “Dave is very deserving of this honor as he, in the 10 years since he joined, has helped to grow B&B Fine Gems, the colored stone wholesale business his father and mother built, and has created a niche, boutique house that specializes in very fine quality materials. Dave is currently the President of the Los Angeles Chapter of the GIA Alumni Association and sits on the Board of Directors for the Jewelers Vigilance Committee. He is a gifted professional with a proven dedication to this industry, truly worthy of this honor and recognition.”

THE RETAIL JEWELER | 49 New Look for Connoisseurs Connoisseurs Products Corporation has designed all-new packaging for its “Classic Red” line of jewelry cleaners. Launched in September, consumers will see packages with bolder graphics, easy-to-read label instructions, and photos which clearly differentiate their jewelry cleaners by jewelry type.

“Our new “Classic Red” packaging demonstrates our commitment to consumers,” said Douglas Dorfman, President and CEO of Connoisseurs Corp. “With dramatic jewelry photos, our consumers can now readily see which cleaner is best for each jewelry type: gold, silver, pearls, etc. In this age of instant decision making and grab-and-go purchases, our new packaging will stand out online and on store shelves.”

Consumer Favorites with a New Look The newly packaged products in the Connoisseurs Classic Red lineup include: The liquid dip cleaners: Precious Jewelry Cleaner for Gold, Diamonds and Precious Stones; Silver Jewelry Cleaner for Sterling Silver Jewelry and Delicate Jewelry Cleaner for Semi-Precious Stones and Pearls; Jewelry Wipes, a Quick Beauty Treatment for Gold and Silver Jewelry; Gold Ultra-Soft Polishing Cloth for Gold Jewelry and Silver Ultra- Soft Polishing Cloth for Silver Jewelry, both with exclusive anti-tarnish formulas and Quick Jewelry Cleanser for gold, platinum, diamonds, and all gemstones, including pearls.

“Retailers are reporting they love our new look,” added Dorfman. “The bold red packaging with beautiful jewelry graphics help retailers to clearly delineate the jewelry cleaning section in their stores.”

For product orders please contact: Ron Mangini at 800-851- 5333, Ext. 294 or email; [email protected]

50 | The Jewelry Business Magazine

52 | The Jewelry Business Magazine Latest MVI Research Focuses on Millennial Self consuming high speed railroad train just beginning its journey. Purchasing Females “You can see all the signs of a demographic segment that will be spending for themselves, and for gifts, in increasing Luxury Growth Demographic of Opportunity numbers and escalating price points,” Chatelain said. • 30 plus year spending cycle just beginning • Brand attachments in their formative stage She continued, “Luxury brands like Tiffany, Marriott and Jimmy • Content engagement, style, adornment to propel brand Choo are already seeing strong penetration based on their loyalty recent video content marketing efforts and others seeking an answer to millennial consuming puzzle should become MVI Marketing LLC (MVI) recently completed another in a series more aggressive with their content marketing to young Self of quantitative research studies with Millennial Self Purchasing Purchasing Females.” Females (SPFs) to better understand the opportunity with The study was conducted online between 15-20 July 2018 and this unique growth demographic for luxury goods. This study completed by 1,001 respondents with this demographic profile: focused on 3 core product segments: Jewelry, Shoes and Hotels. •25-40 years of age •$75,000 household income and higher The results reinforce reasons for optimism for luxury brands •Female only seeking an entry level point with millennial consumers. •USA only In general respondents to this study identified the top 3 The full report is available at MVIMarketing.com motivators of why they purchase for themselves as:

• So they can get exactly what they want • To celebrate a milestone • Just because

Nearly 91% indicated they research a brand before buying. Specifically related to shoe purchasing, respondents to this study rated Coach, Kate Spade, Gucci as the top shoe brands they own or are most likely to purchase and nearly 60% will spend up to $150 on their next shoe purchase.

Rio Grande Calls for Entries for the 2019 Saul Bell As for the hotel category, over 40% will travel at least once a year with girlfriends and the hotel brands they will most likely Design Award Competition book for themselves are Hilton, Marriott and Hyatt. Booking on Rio Grande announced its call for entries for the 19th annual the hotel website is the most preferred method and location, Saul Bell Design Award, an international design competition guest reviews and room size are the 3 most important value that challenges jewelers and metalsmiths to pick up their tools drivers when booking a hotel. and seize their moment.

When it comes to jewelry, respondents to this study rated “The Saul Bell Design Award Competition offers designers a Tiffany, Pandora, Swarovski as the top jewelry brands they own challenge unlike any other,” says Rio Grande Creative Director or are most likely purchase. Jamie Gros, “to compete on an international level, to have their work judged by iconic names in the jewelry industry, In a new jewelry category, over 13% of respondents said they and to be celebrated alongside a list of amazing winners and are very likely to purchase lab grown diamonds, over 43% said finalists.” maybe they would purchase lab grown diamonds but don’t know much about them and 21% said probably they would purchase One of the jewelry industry’s foremost design events, the lab grown diamonds as they are hearing more about them. Saul Bell Design Award competition is unique for its intensive judging process. Two rounds are judged by a total of 10 jewelers After reviewing the results of this research, MVI’s President, and industry leaders who are masters of their craft. In the initial Liz Chatelain, described this consumer segment as a luxury round, five judges look for originality of design, proposed

THE RETAIL JEWELER | 53 use of materials, and aesthetics to select finalists. In the final necklace, bracelet and pair of earrings). Jewelers can compete round, a second panel of five judges examines completed in Jewelry Collection Couture/Fine, representing a line of luxury finalist pieces up close, in the hand, and on model, looking for jewelry, or Jewelry Collection Fashion/Bridge, representing a successful incorporation of materials, wearability (except in the line of trend-setting jewelry. Hollowware category) and quality of workmanship. Entrants can pay a discounted early-bird fee of $75 for work There are nine categories in the 2019 competition: Gold/ submitted through September 17, or the regular $125 fee Platinum, Silver/Argentium® Silver, Enamel, Hollowware/ for work accepted through the final October 25 deadline. All Art Objects, Alternative Metals/Materials, two categories Emerging Jewelry Artist submissions are just $25 through the of Emerging Jewelry Artist, and two categories of Jewelry final October 25 deadline. Collection. Entries are accepted through October 25, 2018. Finalist pieces The Emerging Jewelry Artist categories encompass two age are due by January 25, 2019. The entry form and detailed ranges: 18 years old and younger (high school age), or 22 years information about the competition, including submission old and younger (college age) as of October 25, 2018. The guidelines and information about each of the categories, are two Jewelry Collection categories invite designers to create available at saulbellaward.com. TRJ a cohesive set of wearable pieces (such as a coordinated

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